nielsen market intelligence a presentation for a video

April 10, 2023 Confidential & ProprietaryCopyright © 2010 The Nielsen Company

Nielsen Market IntelligenceA presentation for a Video Measurement solution. April 2010

Confidential & Proprietary © 2009 The Nielsen Company


•Background • Introducing Nielsen Video MI

• Discussion

Agenda


Background


Big Predictions for Video in 2010• Online Video Advertising Revenue 2009 $5.3m up from $4.7m last

year. IAB Advertising Expenditure report 2009

• "Video is going to be spectacular,” "We have seen in the UK 195% growth year-on-year in video advertising.” Paul Fisher Predicting Australia Online Video Market to grow to be $20m in 2010... The Australian February 15, 2010 -

• “We need to be producing more inventory. There's not enough video content out there.”Jack Matthews, chief executive of Fairfax Digital Smh February 15, 2010

• Nicholas Gray Commercial Director of Ninemsn predicts 2010 will be an important year for Video Online... Talking Digital – Dec 15 2009


Online Video• Two fifths of Australian Internet users report to be streaming or

downloading audio or video content on a “regular” basis – Nielsen Internet and Technology Report 2008/09

• TV shows are the most popular video content with 69% of regular users reporting to stream/download full-length TV shows online. 39% indicated they access snippets, highlights or segments of TV shows.

• Nielsen Internet and Technology Report 2009/10 Q: What type of video do you download or stream? n=400

• Amateur clips such as those accessed via YouTube have seen the largest increase amongst regular users with 65% reporting to access Amateur content in 2009 (compared to 45% in the previous year)

• Nielsen Internet and Technology Report 2009/10 Q: What type of video do you download or stream? n=400

• More than a third of online Australians (36%) would be prepared to pay to own downloaded video content, whilst a quarter would be happy to pay per video view. Nielsen Internet and Technology Report 2009/10 Q: Which payment option(s) are appealing to you for video downloads or streams? n=400


Online Video Measurement

• Currently no 3rd Party Independent Video Reporting and Competitive benchmarking

• Publishers using internal Video metrics from various sources to quote to agencies

• Syndicated Reports and internal research used as a source of local Video Intelligence and trends

• Agencies and Publishers want Market reporting


Nielsen Online Video Market Reporting


What is Market Intelligence

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Market Intelligence is an industry benchmarking/ratings solution providing market data

When establishing a common currency in a market, it is important that publishers use the same methodology to share and compare the data for websites and streaming usage

Market Intelligence is accessed by over 30 Media Planning agencies and Ad-Networks

Market Intelligence allows:• Allows clients to view webpage rating and streaming video ratings in one interface

using standard metrics and consistent methodology• Start monetizing sites and streaming video content based on viewership• Report 3rd party verified metrics to Market


How does Market Intelligence work?1. Publishers need to be tracked in Market Intelligence to see the data

2. Agencies have access to data via existing Market Intelligence subscriptions

3. Not all content needs to be tracked

4. Not all market participants need to be present for reporting

5. One set of rules for all market participants

6. There is one default view for all users – brand report

7. There are three levels in market intelligence, generally denoted as:– Publisher– Brand– Sites

8. We can aggregate tracking across similar sites for different categories, i.e. currently news, entertainment, sport and classifieds at launch


Market Reporting Goals

1. Grow Industry Revenues: To help crack the $2bn Advertising revenue mark credible Online Video reporting will help increase advertiser spend and confidence.

– Nielsen will be working with publishers and industry groups to launch Online Video Reporting as well as other key Industry initiatives such as NOL Ratings and Mobile Market Intelligence.

2. Quantify Online Video Audience: Nielsen reports that two fifths of Australians are downloading or streaming audio/video content. Who are they and what are they watching? Who are the top publishers in any given category?

3. Online Media Coverage: With the upcoming release of NOL Ratings Nielsen Video Market Intelligence and Mobile Market Intelligence will be a step closer towards reporting the total online environment.


Third party measurement


Market Intelligence Reporting

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Market Intelligence reporting is made up of:

• Ranking

• History

• Trending

• Geo

• Duplication

Each module offers a number of reporting levels:

• By Publisher (e.g. Microsoft)

• By Brand (e.g. Windows)

• By Category/Vertical (e.g. Comupting and Technology)

• By Category Sites (all sites within Computing and Technology)

• By All Sites (all sites which do not belong to a category/vertical)


Market Intelligence Methodology

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4 main steps in the Market Intelligence methodology 1. Page &/or Video Tagging

The Nielsen Online tagging measurement methodology uses client-side page tags to measure web site activity, this requires customers to “tag” each page of their site

2. Data Collection When a web page tagged with the NNR web beacon is rendered in the browser this

sends off a record to the NNR Collection servers

3. Data Processing After data is collected it then goes through a series of processing steps to prepare the

data for reporting

4. Online reporting Following the completion of processing the reporting database is updated and the Market Intelligence reports are made available via a web interface

For consistency grouping of content forming a Publisher, Site or Category is controlled by Nielsen Online to ensure market fairness


Ranking Report

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The ranking module shows a ranking or ratings view for webpage's and video’s. This is available at different reporting levels (publisher, brand, category, site) for website, streaming or a combined view.

This module can be used to compare traffic and other metrics between publisher, brand, category or sites within a market.

This report can be broken down into daily, weekly or monthly views


Video Market Intelligence Metrics• Stream Views (SV) - Stream Views reflects the total number of streaming start events

successfully collected within the selected reporting period. • Unique Browser (UB) - Each user viewing streaming content on a site instrumented with

the Nielsen Online code has a unique cookie id assigned to their browser to help determine browser uniqueness. This metric displays the number of Unique Browsers which viewed streaming content on a site owned by the publisher within the selected reporting period. The Unique Browser is scaled; scaling this figure is to account for users who have cookies disabled.

• Unique Browser Frequency (UB Freq) - The frequency metric represents the average number of times a Unique Browser views streaming content during the reporting period.

• Average Stream Duration (ASD) - This reflects the average time of streaming content being viewed on a site within the selected reporting period.

• Average Daily Unique Browsers (Ave Daily UB) - This is the average number of streaming Unique Browsers with cookie Id per day over the selected reporting period. The calculation varies in accordance with the number of days.

• Completed Streams (CS) - This is the number of streams played successfully from the start to the end (streams for which ‘start’ and corresponding ‘end’ events are received) within the reporting period.

• Total Time (TT ‘000) - This is the sum of total stream duration, reported in thousands of seconds, for the reporting period.


Some challenges we face...

• Auto play – Auto play videos that aren’t user requested. I.E. Auto play video after initial user requested video has completed and auto play video’s as part of an article page.

• Syndicated Content – Measuring syndicated content and who to attribute to in MI.

• Publisher Selling Method of Video – How publishers view their video assets and how they are sold. IE. Selling by vertical, selling by brand and selling by Site/Video.


Summary

• Market Intelligence – MI is Step 1 in online Video Measurement. Currently there are no independent 3rd party metrics available.

• Market Intelligence - existing technology, familiar interface and methodology, accessed by over 30 media planning agencies

• Currency will Support Video Advertising Growth – a currency will help apples and apples comparisons, facilitating growth, advertiser confidence and spend.

• Tagging – tagging with Nielsen code is required for participation and reporting

• Market Intelligence – Can report Publishers, Brands and Sites

nielsen market intelligence a presentation for a video

Documents

nielsen market intelligence

video view

australia online video

type of video

online video measurement

video downloads

online video audience

streaming video content